Research On Consumers' Purchase Intention Of Organic Vegetables In Daqing City

In the 2019 central government document No.1,it was clearly stated that it was necessa ry to adjust and optimize the structure of agriculture,vigorously develop the production of sc arce and green high-quality agricultural products,and promote the shift of agriculture from th e direction of increasing production to that of improving quality.Since the reform and openin g-up 40 years ago,China's economic level has developed rapidly,the level of national produc tive forces has risen markedly,and China's agricultural products have increased steadily and c ontinuously,as a result,consumers' consumption preference has changed from focusing on the quantity of agricultural products to focusing on their safety and health.Over the years,the D aqing Government has attached great importance to the supervision of agricultural product sa fety,and worked hard to create a good atmosphere in the city to support the work of quality a nd safety of agricultural products,so as to ensure the "safety on the tongue" of the people.At the same time,Daqing will further develop the depth and breadth of the "three grades and On e Standard" industry,and continue to pay attention to quality control.Through a series of anal ysis,the major influencing factors of Daqing consumers' willingness to buy organic vegetable s were obtained,the paper also puts forward some feasible countermeasures and suggestions on the main factors affecting the purchase willingness of organic vegetables in Daqing,and p rovides some references for the relevant departments of Daqing Government to promote orga nic vegetables and even organic agricultural products,it is beneficial to further develop the or ganic agricultural products in the "three grades and One Standard",which makes the concept of "promoting agriculture by quality","promoting agriculture by Green" and the awareness of quality and safety of agricultural products deeply popular.In this study,we selected two of the five urban districts in Daqing,Heilongjiang,and tw o of the four county districts as the administrative territorial entity areas for the survey.The s urvey was conducted among non-student adult consumers over the age of eighteen,based on the relevant research of experts and scholars in the past and the summary and analysis of the r elevant materials,this paper sorts out the relevant concepts and theories,and designs the ques tionnaire according to the theory of consumer needs and the theory of planned behavior,a field study was conducted on the willingness of consumers in Daqing to buy organic vegetables.Through the combination of interview and Questionnaire Survey,understanding the willingne ss of consumers to buy organic vegetables in two urban areas in Daqing,including the Jeanhu district and the Sartu District district,as well as two counties and districts,including the Zha oyuan County and Dorbod Mongol Autonomous County districts,a total of 255 valid questio nnaires were collected and analyzed,including consumer's personal information,consumer's cognition of organic vegetables,and Consumer's purchase intention of organic vegetables.Th en,combining the situation of field investigation and data,after excluding some variables wh ich have weak correlation and are difficult to be counted,the variables are selected and assign ed,and a binary Logistic regression model is constructed for analysis,the significant influenc ing factors of the organic vegetable purchase intention of the consumers in Daqing were obtai ned.The regression results showed that Daqing Consumers' willingness to buy organic vegeta bles was significantly influenced by five factors: Consumer Age,education,income,evaluati on of promotion importance and evaluation of premium degree.Finally,based on the five sig nificant influencing factors and the findings of the survey,the government and relevant depar tments of the city of Daqing have put forward the countermeasures to improve Daqing Consu mers' willingness to buy organic vegetables,such as the promotion of organic vegetable exper ience activities,strengthen the organic certification regulatory system,and so on,to broaden and optimize sales channels to promote the sale of organic vegetables.Through these measur es,Daqing Consumers' understanding and trust in organic vegetables and even organic agricul tural products will be strengthened,and their willingness to purchase organic vegetables will be enhanced,so as to expand the consumption market of organic vegetables in Daqing,it will make the road of "three grades and one standard" construction in Daqing unimpeded,make t he idea of "promoting agriculture by quality" and "promoting agriculture by Green" take root in the hearts of the people,strengthen the supervision on the quality and safety of agricultural products,including organic vegetables,and ensure the safety on the tongue of the people.